Uncertainty is a stumbling block.
That’s how we usually think of it.
When you’re uncertain, it’s hard to take action. And, when you’re writing copy, you never want your audience to be unable to act. You want them to click the button to subscribe or buy or share. And for that to happen, you need to give them a reasonable amount of certainty about what comes next.
The problem is that this line of thinking bleeds over into how you approach your business. Or at least, it does for a lot of writers I talk to.
You want to be sure something is going to work before you pour time and effort into it.
You want to be certain the reaction is going to be good before you post something to social media.
You want to know without a doubt that you’re going to succeed before you even start.
And that’s just not the way things work.
More importantly, where’s the fun in that?
Forgive me for using a sports analogy, but which games do you enjoy more? The ones that are so lopsided, it’s a forgone conclusion who the winner will be? Or the ones where both teams have a fighting chance and success depends on the level of play in that moment?
I know which game I’d rather watch.
My challenge to you today is this…
If you fall into the camp of not wanting to move forward with your business until you’re certain you’ll succeed, let that inclination go.
What will happen when you do?
1. You’ll try more things
When you aren’t hung up on certainty, it frees you up to try more things. You can try different social media platforms, marketing methods, styles of outreach, offers, and core messages.
And when you try things, you learn things. And when you learn things, you set yourself up to enjoy more wins, more often.
2. You’ll relax
If you aren’t worried about everything being perfect, you’re much more likely to relax and say what’s on your mind.
When that happens, not only is it refreshing to the people listening to you, but it also builds trust. You just feel more real when you’re not trying so hard to land every message perfectly.
And you’re also likely to find some messages that really resonate because they’re not so polished and planned. Resonance leads to connection and connection leads to clients. Good stuff!
3. You’ll grow more… and faster
When you’re willing to take action in the face of uncertainty, you’ll learn more about yourself, more about your audience, and more about doing business. You’ll hone your skills faster… and over time, you’ll notice you’re speaking more and more like an expert because you have a wealth of experience — successes and failures — to draw from.
As a final note, I leave you with this quote (which inspired this post) shared by James Clear in his newsletter:
If you know something’s going to work, it’s not worth working on. It requires no courage. It requires no faith. It requires no skin in the game. Whether you’re a spy or a teacher or a spouse or a painter or an abuela or an astronaut or a monk or a barista or a board-game designer, the bits that matter are the bits you make matter by putting yourself on the line for them. — Eliot Peper, Author and Entrepreneur
In Case You Missed It…
Every project you take on starts with developing an understanding of your audience. But don’t overlook the value and importance of also understanding your competitors. In her most recent Web Content & SEO column, Jonna Jerome walks you through the process of doing a competitor analysis either for your business or for your clients. The information you gather in the process can help you refine your message and identify overlooked opportunities. Give it a read!
Making a major pivot in your business can be scary. But sometimes it’s necessary for your work/life balance, your overall happiness and satisfaction, or your financial health. In her newest Reality Blog post, Jennifer Ayling details where she’s at in her own pivot and shares some valuable resources you can use no matter where you’re at in your own business growth. You can find that right here.
Twenty-one of your fellow members and I had a great time during the Mini Blogging Workshop last week. If you couldn’t attend, you can still go through the workshop by using the recording as a guide. Give it a listen, and enjoy!
Mark Your Calendar…
July 16: Our next Member Update is coming up fast. During this event, we’ll talk about what’s new on Digital Copywriter and what’s coming up… we’ll talk about what’s on your mind during our live Q&A… and exclusively in this update, we’ll walk through low-stress ways to take time off and truly enjoy your writer’s life. Watch the site for details.
July 31: Rebecca Matter is sitting down with me for an in-depth interview on how to differentiate yourself and stand out in your market. We’ll cover a lot of ground in this one, from choosing a niche to defining your brand voice to offering an excellent customer experience and more. I hope to see you there! More info will be posted soon.
3 Things You Might Enjoy…
This entertaining post by Jon Morrow is really a masterclass in how to write a pre-sales piece. Give it a look. Study it. Learn from it.
Do you ever hear marketers and experts throw around the term A/B testing and want to know more about what it is and how to help your clients with it (or at least contribute to the conversation in an intelligent way)? Then this article from The Good is a good place to start.
Knowing your audience is the cornerstone of writing a successful piece. As a digital copywriter, your audience is marketers… so this look at what marketers want should be right in your wheelhouse.
